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Advanced Advertising
Final Exam
| Question | Answer |
|---|---|
| Types of Consumer Promotions | Coupons, Sampling, Contests, Premiums, Sweepstakes, Rebates, and Refunds. |
| Penetration Strategy | Example of a Recipe on a food can |
| Principle of Reciprocity | If I give you something our tendency is to give something back. |
| Seeding | A free sample of latest greatest flavor in your hand. Not overtly representing the brand or paid marketing rep. |
| Transactional Marketer | ring the register; go in and buy it and walk out. |
| Sweepstakes | Enter in with a random drawing |
| Contest | You are picked because of your effort. |
| Rebate | you get the promotional vain, money off but it takes longer |
| Premium | Get something for free |
| Vertical Advertising | Two layers of the channel working together |
| Slotting Allowances | potential vendors; paying for shelf space. |
| Display Allowances | paying for inbound space, cardboard displays, the people who put those displays up |
| Point of Purchase Materials | All the internal signage, displays, samples, leave behinds on the shelves |
| Trade Shows | The discounted price that you get for being a distributor or wholesaler |
| Marketing PR (MPR) | The process of planning, executing, and evaluating programs that encourage purchase and consumer satisfaction through credible communication of information and impressions. |
| Cause Marketing | Adopting a good cause and sponsoring its fundraising and other efforts |
| Mission Marketing | More long term and pervasive because the cause is linked to the Company's mission. |
| First run Syndication | the first airing of the original, i.e. game shows, talk shows, not for a particular network. |
| Off network | shows that have been on network, have been purchased by the network, 2 or 3 years off and now they're purchased for syndication market. |
| ROP: Run of paper | letting the newspaper pick out where to put your ad |
| Upfront | Big players (big budget advertisers) invite people in and give them a preview of the upcoming season. They get to make their choices of media selection ahead of everybody else. |
| Optimize | Greatest number of target market for least amount of money |
| Permission based Marketing | Consumers have greater control |
| Message Recency | The timing of the exposure is the key. |
| Continuous | Evenly spread out |
| Pulse | Pulse – Valentines Day, Easter, Seasonal based on the demand of the strategy |
| Spot | Not quite national but not local |
| Split Runs | change up different geographic to see which version does better. |
Created by:
Taylor4919
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